According to Feng Zhikai's "fashion Bible", Chinese designers should not blindly follow the West, but listen to their hearts.
Feng Zhikai works with the world's supermodels and is known internationally as a leading light of the Chinese fashion industry. But, he isn't that well-known in his home country.
Part of the reason why is that the Shanghai-born fashion photographer is based in London and spends much of his time jetting off to the major fashion capitals of Paris, New York and Milan.
The 28-year-old recently covered New York Men's Fashion Week and completed a series of photos for Vogue UK with stylist Miranda Almond.
He is a fan of the best brands and they like him just as much. His list of clients includes Hugo Boss, Burberry, Lacoste and Next.
Kate Moss, Anna Friel and Alexa Chung are just three of the top models he has done photo shoots with.
He is also a regular contributor to international fashion magazines, such as Vogue Italia, Ten Magazine and GQ.
"I never expected to be involved in the fashion industry," Feng says.
Though born in Shanghai, Feng was raised in Hefei, capital of Anhui province, where his parents taught at Anhui Fine Art College.
Naturally, he developed an interest in painting and took the opportunity to study art in London when he turned 18.
He planned to become a graphic designer but fate intervened when he did a graduation project in 2007.
His intention was to take pictures of beautiful faces and paint them, so he contacted Select Model Agency and shot a series of photos.
To his surprise, the company liked the photos so much they posted them on its website so clients could select the models they wanted.
Georgina Hodson, senior editor with the male fashion magazine Arena UK, was impressed and gave Feng his first assignment as a fashion photographer.
"It was a fashion collection story. I tried to make the clothes and accessories look interesting, highlighting their best qualities. These photos quickly spread and then GQ Italy contacted me," Feng says.
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